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중국 백화점의 물리적 환경에 따른 소비자의 내적반응이 점포충성도에 미치는 영향
장정정 ( Ting Ting Zhang ),전지현 ( Ji Hyun Jun ),이영선 ( Young Sun Rhee ) 한국의류학회 2013 한국의류학회지 Vol.37 No.2
Outstanding service quality is a crucial factor to increase customer revisits to increase customer revisits to create new customers through positive word-of-mouth marketing and increase profits; in conjunction the physical environment of department stores have a firsthand impact on customer purchasing behavior. This study examines the physical environment dimensions of department stores in China and the causal re-lationship with the physical environment service environment internal responses and store loyalty. The subjects in this study were male and female adults who finished the shopping the Lotte and Wangfujing Department Store located in Beijing. All participants were over the age of 20 and a one-on-one survey was conducted to gather data from October to November 2011. Data from 424 respondents were analyzed: in addition AMOS factor analysis and path analysis were used. The results were as follows. First physical environment factors consist of exterior aesthetic attraction convenience cleanliness and an interior aesthetic attraction. Second exterior aesthetic attraction convenience and cleanliness affect the overall service envir-onment perception. Third the service environment exercised an influence on internal responses and internal impacted store loyalty. Fourth a comparative analysis was made over korean and Chinese de-partment stores in China to check the research model. In Wangfujing Department Store exterior aesthetic attraction cleanliness and convenience had a statistically significant impact on service environment percep-tions. In Lotte Department Store the perception of service environment was under the statistically significant influence of all physical factors (exterior aesthetic attraction interior aesthetic attraction convenience and cleanliness). The findings of this study are helpful for Korean Department stores that plan to make inroads into China to formulate efficient service environment strategies tailored to local consumer characteristics.
ScienceON
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